Learning from Joe Girard: Why Focusing on the Next Sale, Not Just the First, Leads to Dealership Success

Joe Girard’s Secret: It Was Never Just About One Sale

Joe Girard famously said, "I never sold a car. I sold Joe Girard." Customers weren’t just buying a vehicle—they were buying into a relationship with someone who cared about them beyond the immediate transaction.

Girard built his business around repeat customers and referrals. His approach was clear:

• Deliver a great experience today,

• Stay in touch consistently,

• Ensure the customer’s next car purchase was with him — and not with someone else.

He sent every customer personalised follow-ups every month: birthday cards, holiday greetings, and thank-you notes. His customers never forgot about him because he never let them. When they needed another car—or knew someone who did—Joe Girard was the first person they thought of.

What Dealerships Can Learn from Girard’s Approach

1. The First Sale Is Just the Beginning

Too many dealerships treat a sale as the end of the journey. In Girard’s view, the real work started after the sale. He nurtured relationships so well that customers became lifelong clients and active referrers.

Today, dealerships can apply this mindset by consistently following up after the sale—not just with promotional emails, but with genuine, personalised communication that shows you value the relationship.

2. Consistency Builds Loyalty and Trust

Girard’s monthly contact strategy wasn’t complicated, but it was consistent. That reliability built trust. In the modern world, this means using customer data intelligently to time communications like service reminders, trade-in offers, and check-ins at meaningful points in the customer lifecycle.

Consistency shows customers you care—not just when they’re about to hand over their money, but always.

3. Referrals Come From Relationships, Not Transactions

Joe Girard built an empire largely on referrals. His customers sent their friends, family, and colleagues because they trusted him. When you make customers feel valued after the sale, you not only win their future business—you win their network’s too.

Encouraging referrals today isn’t just about offering incentives; it’s about creating experiences customers naturally want to share.

Why This Mindset Matters Even More Today

In today’s competitive market, customers have endless choices. They aren’t just comparing prices—they’re comparing experiences. Dealerships that treat every customer interaction as a foundation for future sales will stand out from those just chasing quick wins.

Technology makes it easier than ever to stay in touch—through email, text, social media, and personalised marketing automation—but the underlying philosophy remains the same: care more about the relationship than the transaction.

Conclusion: Think Beyond Today’s Sale

Joe Girard didn’t become the world’s greatest salesman by being aggressive or pushy. He succeeded by genuinely caring about his customers’ long-term satisfaction and by thinking beyond the immediate sale.

Today’s dealerships have an opportunity to adopt the same philosophy. By focusing on building relationships rather than chasing transactions, you not only increase repeat business and referrals—you create a sustainable, growing dealership built on trust and loyalty.

When you stop thinking "How do I sell them a car today?" and start thinking "How do I sell them their next five cars?"—that’s when the real success begins.